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Five years ago (two years before our first Alt Marketing School cohort), I tried to validate the idea with a crowdfunding campaign.
I’d done two wildly successful ones before, so I was feeling… confident.
And then the only person who contributed was my now husband. 🤡
If I’d been holding a rigid goal like “prove demand in 30 days or drop it”, that would’ve been the end of AMS.
Instead, I wrote down one question in my notes that I still come back to now:
Is this goal helping me see more… or making me see less?
Because goals are supposed to motivate us. But sometimes, they do the opposite.
They make us anxious. They narrow our focus. They make us miss opportunities.
Welcome to the paradox of goals.